Create a discussion guide Conduct the group Prepare the focus group report

Create a discussion guide conduct the group prepare

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Create a discussion guide. Conduct the group. Prepare the focus group report..
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Interaction among respondents Offers opportunity to observe customers Can be executed more quickly than other types of research Focus Groups: Advantages Focus Groups: Advantages
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Immediacy and apparent understandability of focus groups may mislead (tiny sample) May not be typical customer Setting may make participants uncomfortable Style of moderator may bias discussion Dominate participant or introverted participant may bias group Focus Groups: Disadvantages Focus Groups: Disadvantages
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Depth interviews Depth interviews Unstructured one-on-one interview
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Classic applications of depth interviews Communication checks Sensory evaluation Exploratory research New product development Packaging or usage research Customer Care Research Depth interviewing to understand the dynamics of the purchase process Depth Interviews Depth Interviews
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1. Criteria and evaluations have emotional and subconscious content 2. The emotional and subconscious content is an important determinant of buying and usage decisions. 3. Such content is not adequately or accurately verbalized by the respondent through direct communication. 4. Such content is adequately verbalized through indirect techniques. Rationale behind qualitative Rationale behind qualitative research tests: research tests:
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Summary Summary Qualitative research v Quantitative research Focus groups Depth Interviews
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  • Winter '18
  • Sylvain Richer
  • Qualitative Research, May

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